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Tactical Guide: How to Boost SDR Outreach by 3x with Momentum Marketing

b2b momentum marketing outbound sdr outreach saas Jul 08, 2023
Tactical Guide: How to Boost SDR Outreach by 3x with Momentum Marketing

You're already familiar with how we strategically leveraged the AI momentum in healthtech SaaS in a previous blog post. Now, let's explore another crucial aspect of SaaS demand generation: Sales Development Representative (SDR) outreach. But here's the twist — we're coupling it with Momentum Marketing. The result? An incredible 3x boost in booked meetings. Intrigued? Here's how it works.

Momentum Marketing entails the strategic alignment of your messaging with trending topics in your industry, artfully positioning your solutions within this context, and subsequently educating your prospects about your offerings' benefits. When this strategy is coupled with SDR outreach, it can significantly enhance your team's performance, credibility, and conversation quality.

Let's dissect this strategy into its three phases and align them with your SDR outreach to power your results.

 

Phase 1: Riding the Momentum Wave (Week 1 - Week 3)

 

In this phase, your company immerses itself into the ongoing industry discourse. Take the example of a hypothetical company like AIDocHealth engaging in a conversation about the impact of AI on healthcare. You start sharing relevant articles and trending topics on LinkedIn and Twitter. You might publish a blog post titled, "The Future of Patient Experience: A Deep Dive into AI's Role," or an infographic on "AI in Healthcare: Breaking Down the Potential" on your company's website.

Your SDR outreach must adapt to mirror this discourse, reinforcing your positioning in the marketplace and transforming your SDRs into extensions of your company's expertise.

But remember, the essence of your messaging – addressing core pain points and positioning – doesn’t change. It acquires a new lens, one that aligns with your Momentum Marketing strategy. SDRs should use emails, LinkedIn, and even phone calls to reach out to prospects.

Importantly, in this phase, you might encounter 'hand raisers,' i.e., those industry leaders who are already keenly following the momentum (in this case, AI in healthcare) and believe in its potential. These are your high-intent leads. Your goal is to book as many meetings as possible with these hand-raisers. Your outreach, therefore, stays focused on the momentum event itself, with less emphasis on your unique differentiators.

 

Here’s an example of an email that can be used in this phase:

Subject: "The Future of Patient Experience: Exploring AI's Role"

"Hi {{first_name}},

AI is significantly reshaping the healthcare landscape. It's an exciting time to explore and understand this transformative shift. Given your role at {{prospect's company}}, I thought you'd appreciate a brief discussion on how organizations like yours are leveraging AI to enhance patient experiences. Are you available for a quick call?"

Notice how the email reinforces the company's expertise, aligns with the momentum, and focuses on securing a meeting. This approach not only taps into the existing momentum but also positions your SDRs as specialists — integral to your company's expertise.

 

Phase 2: Thought Leadership Showcase (Week 4 - Week 6)

 

In this phase, your company shifts from joining the ongoing discourse to subtly steering it. This is achieved by introducing your solutions into the conversation, but in a manner that emphasizes thought leadership and showcases real-world success stories.

For the following three weeks, your SDR outreach needs to reflect this shift in strategy. The primary objective remains booking meetings, but the message now should demonstrate your brand's expertise and successful track record. It's crucial to remember that at this stage, you're reaching out to the pragmatists - those who need concrete examples of the solution in action before they can be persuaded.

Your SDRs should consistently send out 5-6 carefully constructed emails over these weeks, each one highlighting compelling case studies, client testimonials, or industry insights. These messages should underscore your company's prowess and the proven impact of your solution. Keep the focus on the benefits the prospect could enjoy from adopting your solution, but do so subtly, ensuring that the conversation stays centered around the larger industry dialogue.

 

Example email:

Subject: Here's How Hospital A Improved Patient Care with AI

"Hi {{first_name}},

The conversation around AI in healthcare continues to be vibrant, and I thought you might find this recent case study of ours particularly relevant. It narrates how AIDocHealth helped Hospital A significantly improve patient care using our AI-driven solution.

Would you be interested in exploring how a similar approach could yield notable advancements for {{company}}? Let's discuss this further in a brief call at your convenience.

Best,

{{Your Name}}"

 

In this email example, the SDR has incorporated a real-world example, showcasing how their solution has successfully improved patient care in a well-known hospital. The tone remains conversational and the ultimate goal is to book a meeting, subtly steering the conversation towards the potential benefits of their solution for the prospect's company.

Consistency is key during this phase. Regular communication over the course of three weeks, featuring different examples and angles, can help your SDRs keep the momentum going, laying the groundwork for the next phase of the strategy.

 

Phase 3: Value Proposition Under Spotlight (Week 7 - Week 12)

 

In this final phase, the SDR team takes the helm to steer conversations towards your solution's unique value proposition. The goal here is to engage the late adopters who have remained observers until now. Your team will conduct a deep dive into each prospect's needs, strategically highlighting how your solution can help overcome their specific challenges.

For instance, if you're a HealthTech SaaS company like AIDocHealth, you may have spent weeks discussing the transformative power of AI in healthcare and showcased real-world applications of your AI-driven solutions. In this phase, your SDRs should be adept at connecting the dots between AI, your solution's unique features, and each prospect's specific pain points.

Your SDRs should continue sending emails, making calls, and reaching out on LinkedIn for approximately 4-5 weeks in this phase, with breaks in between to ensure your prospects aren't overwhelmed.

 

Example email:

Subject: Trouble booking a patient appointment

"Hi {{first_name}},

I was recently exploring {{company}}'s website and noticed the emphasis on patient-centric care. Your commitment to enhancing the patient experience is truly commendable.

However, I spotted an opportunity where we might be able to add value. Our AI-driven solutions at AIDocHealth have been successful in streamlining patient appointment booking experiences, leading to increased patient satisfaction and improved operational efficiencies for hospitals like Hospital A and Hospital B.

Would you be open to a conversation next week where we could discuss this in more detail and perhaps explore ways our AI-driven solutions could enhance the patient experience at {{company}}?

Best,

[Your Name]"

 

This example email has been designed to reflect your deep understanding of the prospect's challenges and the strategic relevance of your solution. The goal is to entice the prospect into a meeting where your experts can present a more comprehensive demonstration of your solution's potential.

As with the previous phases, the key here is to stay consistent, personalize your outreach, and maintain your positioning in line with the ongoing momentum. It's essential to remember that the overall goal is to secure more meetings and make sure your SDRs are speaking the language of the momentum.

 

Embracing Momentum Marketing within your SDR outreach can significantly improve the quality of your conversations and open doors to more meetings. By aligning your outreach with the industry momentum, you can drive interest and curiosity in your offerings, while also maintaining relevance. Not only does this strategy increase your SDRs' credibility and their perceived expertise, but it also aids in engaging different segments of your market, from the early adopters to the more cautious observers.

However, the execution of this strategy requires diligent planning and consistent effort. Make sure to invest time in understanding your industry's momentum, strategizing your approach, and training your SDR team to speak the language of the momentum. Remember, the success of this strategy hinges on the authenticity and consistency of your messaging, the deep understanding of your prospects' pain points, and the real value you can bring to the table. Start riding the momentum wave today and see how it transforms your demand generation outcomes.

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